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Analytics Enhancements Using Rankings

Recent MSc Computing (Internet Technology and Security) dissertation work within the School of Science and Technology, University of Northampton, UK by Filiz Camci.

Enhancement Of Web Analytics Using Rankings In Search Engines

AbstractToday, Internet has become an indispensable tool for people. The demand for Internet marketing has been increasing in the last decade. Web analytics tools are used to understand the needs of the customers, define the gaps of the websites and track effectiveness of marketing campaigns. Search engines are great tools to help internet users to find what they are looking for among billions of websites. Search engines aim to guide people to find the information and products they need in a short time. Companies aim to be appear in the search engine results to reach the customers and increase their profits. In addition, search engine results are great source to identify potential competitors and their strategies. This thesis aims to explore the enhancement of the web analytics by using rankings in search engine results.The thesis involves three major parts: manual search, search engine simulation, rank tracking with web analytics tools. In each part, the trend in search engine results are analyzed and slope value of trend line representing the trend is calculated. The slope is identified to decide if there is fluctuation or trend in the search engine ranking positions. Two websites have been used to implement these steps. Google Analytics, Statcounter and Market Samurai are used as web analytics tools.The following statements summarize the outcome of this study: 1. Ranking positions in search engine results are crucial information for companies.2. Web analytics tools are able to collect sufficient data to perform website analysis (including trend analysis). 3. Currently web analytics tools generally are not flexible enough to provide sufficient analysis using the collected data. 4. Simple trend analysis methods such as slope analysis have potential to be used for trend analysis of ranking positions in search engine results.

Supervisor: Dr Ali Al-Sherbaz and Dr Scott Turner

Computing CoursesBSc and HND Computing Provision (click on the links below for more details of the courses)

The University of Northampton's, Department of Computing and Immersive Technologies offers five courses within the MSc Computing postgraduate provision (shown below) all available either part-time or full-time.

The data was analysed using the software VOSviewer - http://www.vosviewer.com/ free software for visualising networks. Differences in colours represents, the clusters of publications with those authors picked out by the software. The relative size of the circles is the relative number of publications listed; so for the two biggest circles/hubs it relates to 55 and 34 publications in this time period. Some relatively new authors, to the University but not to research, explains some of the 'islands' and the number of publications within it - it only reflects publications whilst at the University of Northampton.

To dig a little deeper, going to look at the two biggest 'hubs' through their NECTAR records, so potentially going …

Taken from: http://www.northampton.ac.uk/news/computer-lecturers-research-helps-improve-the-next-generation-of-technology/
A computing lecturer at the University of Northampton, who is researching into how the efficiency of our everyday devices, such as mobile phones, can be improved, has been awarded the best paper at two recent conferences.
Dr Michael Opoku Agyeman has written several journal papers focusing on how the next generation of technology can meet the ever increasing demands from consumers. He was invited to present his work at the 19th Euromicro Conference on Digital System Design in Cyprus and the Institute of Electrical and Electronics Engineers’ 14th International Conference in Paris.
Part of his research concentrates on whether several processing elements can be incorporated on a single chip, known as System-On-Chip, to improve the efficiency and speed of the computing systems that we use every day, from mobile phones to video-game consoles and even medical equipment…